• by Gavin O'Malley  @mp_gavin, November 11, 2008

Targeting national auto marketers and dealers, Burst Media is launching a behavioral targeting program to more efficiently target ads across the Web.

"This allows auto marketers to reach consumers who display an active interest in buying a car, even when they're engaged in other, lifestyle-oriented content," said David Cooperstein, chief marketing officer of Burst Media.

Powered by its ad management platform, adConductor, the Burst Auto Intenders Network endeavors to move beyond content to include behavioral targeting of ads to consumers who have exhibited purchase-intent behaviors.

Those "behaviors" could, for example, include a price search or configuration by make and model on in-market automotive sites. Ads are shown to these in-market auto shoppers when they visit any of 4,600 "targetable" Web sites in the Burst Network.

The behavioral component of the Burst Auto Intenders Network allows advertisers to access the reach provided by Burst Network to potentially reach over 50% of all in-market auto consumers.

In addition, the Network includes auto-specific content designed to appeal to auto buyers and enthusiasts, and can be packaged with lifestyle content to reach demographic segments, including moms, men, environmentally aware consumers and luxury-seekers.

While Cooperstein is optimistic about the future of the new program, he admits that Burst remains a bit player in the larger auto market. "We're a more specialized player," Cooperstein said.

The Burst Auto Intenders Network is the latest vertical network launched By Burst as a tool for advertisers to target specific interests.

Other Burst vertical audience networks launched over the past year include Entertainment, Moms, Early Adopters, Family Builders, Baby Boomers, Family Travelers, Green, Trendsetters, Gamers, Thought Leaders and Wellness.

Burst also offers publisher-led networks including the CDKitchen Cooking Network, the RealGM Sports Network, the Daily Jolt College Network and the Kiwibox Teen Network.

Founded in 1995, the Burlington, Massachusetts-based company helps advertisers to reach finely segmented, engaged consumers as they visit Burst's number of interest-based sub-channels.